Old Spice Mano a Mano in El Baño
Old Spice advertising campaign Mano a Mano in El Baño, winner of a Silver Integrated Lion at 2012 Cannes International Advertising Festival, pitted Isaiah Mustafa, the “Old Spice Guy”, against Fabio, “New Old Spice Guy”. The campaign, designed to rekindle the relationship between Mustafa and his fans, used a broad range of media to build interest in the online battle between the two. Craigslist/LinkedIn ads and PR influencer kits helped seed the back story. Four television commercials and a series of print ads launched Fabio’s campaign, pushing people to his Facebook page, Twitter handle, @fabiooldspices and Youtube channel. Additional video content provoking the Old Spice Guy was featured on Fabio’s YouTube channel, including a video challenging the Old Spice Guy to a digital duel supported by a Twitter-promoted trend. Finally, the battle came to life on YouTube, where fans voted for their expected winner. This was then extended to a variety of channels/communities, with subplots emerging on Facebook, Google+, Tumblr, Reddit and even a live appearance at a local news channel.
The campaign was created to ignite conversation and re-energize the fan base: • Over 700 million earned media impressions • 21 million YouTube views in 1 week • More than 78,000 ‘likes’ and comments on Facebook (up 211% from the “Response” campaign) • More than 64,000 mentions on Twitter, reaching over 98m users • More than 500,000 ‘votes’ and 53,000 comments on YouTube • 68,000+ new fans, followers and subscribers on Twitter, YouTube and Facebook • As a result, Old Spice now has more fans, followers and subscribers in social media than the US government, NASA, and the White House combined
Click on the image below to play the Mano a Mano in El Baño video
Click on the image below to play the Challenge video in YouTube
Click on the image below to play the Challenge Accepted video in YouTube
Click on the image below to play the Challenge Begins video in YouTube
Click on the image below to play the This Must End video in YouTube
The Mano a Mano in El Bano campaign was developed at Wieden+Kennedy, Portland, by group creative director Dan Wieden, executive creative directors Susan Hoffman and Mark Fitzloff, creative directors Jason Bagley, Eric Baldwin, Craig Allen, art directors Eric Kallman and Jimm Lasser, copywriters Michael Illick, Jarrod Higgins, David Neevel, Karl Lieberman, Brandon Davis, interactive producers Ann-Marie Harbour and Andrea Nelson, digital strategist Dean Mcbeth, motion designer Adam Sirkin, broadcast producer Lindsay Reed, executive producer Emily Fincher, account team leader Jordan Muse.
Editor was Matthew Hilber at Joint Editorial with executive producer Patty Brebner.
Tagged: Brandon Davis, Craig Allen, Dan Wieden, David Neevel, Eric Baldwin, Eric Kallman, Jarrod Higgins, Jason Bagley, Jimm Lasser, Joint Editorial, Karl Lieberman, Mark Fitzloff, Michael Illick, Radical Media, Susan Hoffman, Wieden+Kennedy